Engaging the top 0.003%
Australia’s most prestigious address requires a curated approach
The Challenge
Crown Resorts engaged Weber Shandwick to drive sales for the most exclusive residential address in Australia and first fully-integrated hotel branded residences, Crown Residences at One Barangaroo. Developed by Crown Resorts on Sydney Harbour, the 82 apartments start at AU$9.5million and on completion in early 2021 will provide an unmatched level of serviced living in Australia.
THE SOLUTION
Our objective? Almost impossible. To reach and sell to one of the most finite, elusive and specific audiences in the world, ultra-high-net-worth individuals (UHNWIs) who have a net worth of over USD $30 million (excluding their primary residence) and hold 13% of the world’s total wealth; the top 0.003%.
Method
Weber Shandwick embarked on a highly targeted local and international integrated media relations and social media campaign to drive qualified leads for the apartments (leads confirmed to have budget via phone call), to convert to viewings and ultimately sales of the apartments. This was underpinned by ongoing comprehensive, data-driven, qualitative and quantitative research into this audience, including continuous AB audience testing and ‘course correction’ as research informed our approach.
Impact
Weber Shandwick worked closely with Crown Resorts to develop a measurement system which enabled the business to identify the qualified leads which have been generated by a local and international PR and social media program, as well as rates of conversion.
The program has made significant strides, with a number of apartment sales attributed to the work completed by Weber Shandwick.